8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.
Chairperson's Welcome, Opening Remarks & Presentation
The State Of The Union: Healthcare And Web 2.0

According to the Pew Internet Study on American Life, in 2000, overall internet usage and internet usage for seeking health information has greatly increased as seen below.

From traditional websites to social media sites, selecting the right outlet to reach your audience is critical to success. This session will give you an overview of the current consumer and physician perspective on the internet, helping you choose the medium and message that will generate a positive and lasting impact.

Bill Evans, Senior Vice President, Digital Practice Group Head
FLEISHMAN-HILLARD

9:30 a.m.

Speed Networking

You'll have a chance to meet and greet fellow attendees in this fun and fast-paced forum!

10:30 a.m.

Social Media In Action: How To Build Your Business Case For Social Media With Best Practices From U.S. Hospitals

A surprising number of hospitals are beginning to use social media, but for most it's an unknown environment. Common concerns include: does social media offer any value to our organization, what are the risks, what are the rewards and is it worth the effort?

In this session, you will hear from an industry insider as he addresses these questions while reviewing the current social media landscape and taking a look at how hospitals are using these services in some unexpected ways.

• Community Engagement
• Education
• Outreach Issues
• Service Recovery
• Brand Monitoring
• Crisis Communications

For all those looking for an efficient way to connect with the public, this presentation will provide real-world examples of social media in action. It will also share a framework to explain and justify investment in this new environment.

Edward Bennett, Director of Web Strategy
UNIVERSITY OF MARYLAND MEDICAL SYSTEM
and Founder
HOSPITAL SOCIAL NETWORK LIST

11:15 a.m.

How To Use Social Media To Engage Consumers And Broaden The Meaning Of The Brand While Reducing Costs And Creating Efficiencies

There are plenty of companies that have begun to dabble in various elements of social media – and some of them have been quite successful. But the truth is that no business has truly figured out how to become "The Social Business."

Humana Inc., one of the nation's largest publicly traded health and supplemental benefits companies, set out on their social media journey in 2008 – developing a unique vision around what they wanted to become, and an unusual mechanism for getting there. Through the introduction of a company-wide platform called "The Town Square", Humana established a way to bring their social media activities into a common place to share ideas and plans. This new form of interaction and collaboration has provided a venue for the development of a variety of social media programs utilizing YouTube, Facebook, and blogs.

Attend this session and learn how your organization can engage employees, reduce costs and create efficiency – all while creating a variety of interactions with your consumer audience.

Greg Matthews, Director, Consumer Innovation
HUMANA INC.

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing media for healthcare concerns.

1:30 p.m.

How To Plan And Deploy A Social Media Program To Strengthen Relationships With Your Patients, Employees And Physicians: Lessons Learned From A Social Media Pilot Program

Bon Secours Health System, the 10th largest Catholic health system in the United States, owns, in whole or part, 18 acute care hospitals, including 7 fully owned hospitals in Virginia, generating over $2 billion in annual revenue.

As part of its mission to "provide good help to those in need," Bon Secours believes in being an active part of the communities it helps care for. Starting in the summer of 2009, Bon Secours Richmond Health System is piloting the use of social media tools to develop deeper connections with its constituents – patients, employees and physicians. These new forms of communication bring needed transparency to the healthcare industry. The goals of the pilot program include: strengthening the relationship that Bon Secours has with its community through more direct communication and continuing the Bon Secours mission of service excellence well beyond the four walls of its hospitals.

• The importance of social media for healthcare organizations
• An overview of the tools selected and methodology behind those choices
• Ideas for planning and deployment, including ROI and proposal strategies
• Creating a compassionate and authentic presence online

Nick Dawson, Director of Revenue Cycle
BON SECOURS HEALTH SYSTEM

2:15 p.m.

How To Use Social Media To Prove The Value
Of Your Healthcare Organization

Valley Medical Center (VMC) is the public hospital for Silicon Valley, serving the underserved and providing specialty services to a staggeringly large population. After 8 years of budget cuts, they faced the mandated closure of half their beds… unless the voters approved a tax increase allowing VMC to rebuild—at a cost of nearly a billion dollars.

This was early 2008, and opinion polling indicated that VMC would NOT win this vote.

• How to use blogging and email blasts the RIGHT way
• An easy way to add videos to your website and messaging
• How to increase employee donations to your foundation using Web 2.0 (and even improve morale)
• How social media can help launch your multimillion dollar giving goal
• Using humor can help – even in a hospital setting

Join Silicon Valley's "Outstanding Professional Fund Raiser 2008" in a fun and useful look at how the public sees your healthcare organization today... and how they could see you tomorrow.

E. Christopher Wilder, Executive Director
VALLEY MEDICAL CENTER FOUNDATION

3:15 p.m.

Twitter MD: How To Use The Latest Micro-Blogging Tools To Create A Personal Voice Online

In the ever-changing world of social media, physicians have a growing number of social networking platforms at their disposal. While blogs once represented the only means of cultivating a voice online, newer tools such as the micro-blogging application Twitter offer new ways to network. The use of social media among physicians and health facilities is on the rise - but how are doctors using social media and how should they be using social media?

• How should a physician handle being approached by patients online?
• Do physicians have an obligation to maintain a presence in the social media space?
• How much should a health provider reveal?
• How should physicians use social media platforms to develop their personal/practice brand?

Through live, online demonstration and personal testimonial of one doctor’s own transition to new media, this practical, engaging presentation will provide a useful introduction to the new world of physicians and patients in social media.

Bryan Vartabedian, MD FAAP, Assistant Professor of Pediatrics
BAYLOR COLLEGE OF MEDICINE / TEXAS CHILDREN'S HOSPITAL

4:00 p.m.

How To Educate And Engage Your Audiences Through Interactive Marketing And Social Media

There is no turning back – young people today connect with other young people through the use of social media.

To educate and engage youth effectively about the science behind drug abuse, the National Institute on Drug Abuse (NIDA) has purposefully decided to complement traditional, offline research dissemination activities with interactive online ones. NIDA launched a variety of science-based, attention-grabbing initiatives that it hoped would open up a dialogue with youth, including those of African American and Latino descent. To initiate “the conversation,” NIDA deployed a diverse portfolio of innovative, interactive communication strategies. These included the use of YouTube, MySpace, Webisodes, public service announcements, tailored content, and interactive online activities.

This case study will highlight NIDA’s use of new and inventive social media – such as blogging and social sharing tools – to show practitioners what digital public relations offers in the growing health 2.0 movement.

Specifically, this session will focus on NIDA’s efforts in the realm of social media to reach youth and diverse groups in an evolving digital landscape. Healthcare practitioners, nonprofit organizations, professional associations, and public relations professionals will learn how to maximize the effect of their products and services within a consumer-centered and -generated virtual social milieu.

• Take three messages from the case study that demonstrate how to use new media technology to attract not-yet-served youth
• Outline three strategies for integrating new e-technology into your own campaigns
• Highlight three ways that your organization can enter the Web 2.0 space while maintaining and strengthening your brand (i.e., message, identity), for instance, by tracking how it is currently presented in new media and by bolstering such efforts)

Eric Davis, Director of Interactive Communications
Jennifer Isenberg Blacker, Vice President of Health Communications
IQ SOLUTIONS, INC.

4:45 p.m.

End of Day One

5:00 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All conference attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Washington, D.C.'s fine dining while you continue to network with your colleagues.